The One-Week Bookstore @CornellPress opens its doors this Nov 5th!

A few weeks ago our team got an email from the Marketing Director that read: “Mahinder (our Editor in Chief) just sold a book! In Sage House. To a real customer. Fun.” A couple lines later in the same email, we found out that we were having a pop-up bookstore right here at Cornell University Press. The ball was rolling.

So as a result of this random but wonderful happening of selling a book in-house, on November 5th at 10:00am and for one week only, our doors will be open, our bookshelves will be filled, and Ithacans will march through the grand, old entrance to get their wishlist titles from our very first pop-up store.

There’s not much more to it. Walk in, choose your next reads, pay cash, check or credit card, and carry your books home. Or as our Exhibits Coordinator David put it: “Cash, credit, check, and carry!” Paperbacks will be $10, hardcovers will be $15. Taxes included. It’s a one one-time deal to make knowledge more accessible to professors, students, and all book lovers in the community. Plus, the chance to wander about Cornell University Press, and experience the magic of publishing books in the beautiful Sage House mansion.

I was not supposed to write this blog post. But the person that volunteered to do it is busy putting everything together for next week, so I stepped in. Looking for inspiration on what to write, I stumbled upon an article that said that “… pop-up retail tickles the parts of one’s brain that likes new things”. I instantly understood what had happened. At #CornellPress, we just love new ideas. And the opportunity to bring our customers face to face with the books we love, in our own backyard, and in such a spontaneous format, sold it for us.

The invitation is up: This November 5th through November 9th, stop by Sage House on 118 Sage Place to take part in The One-Week Pop-Up Bookstore, and get the books you want.

In the meantime, we’ll be busy preparing for it: part of our staff is being trained in the world of sales and retail, flyers are being distributed all over town, and books are piling up downstairs, growing our pop-up inventory. And as everybody’s doing their bits and pieces, I am curious to see what excitement, feedback and results our first and one time only pop-up bookstore will bring.

FLYER copy


About the author of this blog post: Adriana Ferreira is the Social Media Coordinator at Cornell University Press. Her birthday is November 9th, so if you happen to stop by the pop-up bookstore that Friday, make sure to give her your best wishes!

The One-Week Bookstore @CornellPress opens its doors this Nov 5th!

SAY WHAT YOU WANT! #SWYW

Pay What You Want is over. Done and dusted. But it was great. We were able to bring customers together with their wish-list books at a price they could afford and continue to spread knowledge far and wide at the same time. And this month, we are doing something different.

Say What You Want is the name we have chosen for our new marketing campaign. The goal: to get to know our customers better, understand their needs and preferences and prepare to better cater to them in the future; to help professors in their mission to motivate and support students; and last but not least, to make sure that our authors’ experience with Cornell University Press as their publisher is one they are delighted with.

How it works: we have designed three different surveys,

  1. Our survey for customers and the general reader
  2. Our survey for professors
  3. Our survey for Cornell University Press authors

How to participate: Click on the corresponding link above and submit your responses, follow @CornellPress on Twitter and Facebook, OR visit our website and subscribe to our mailing list! The questions are short and simple, with a majority in multiple-choice format that reflect how much we value everybody’s time.

What’s in it for you: as a thank you present, you’ll get a 50 percent off discount code that can be used in our website to purchase any of our books. And here’s the icing on the cake: every participant will also be entered in a raffle for a chance to win $250 in #CornellPress titles of their choice!

I can’t wait to dig into the results and find out about the latest trends in reading and our customers’ preferences when it comes to books. What formats do they prefer? Do they listen to audiobooks while they commute, or maybe while doing laundry? How important is a title? And when it comes to professors, what are their main concerns regarding course adoption? How can we provide suitable materials for their students? Are our authors content with the way we are doing things at Cornell University Press? How can we improve?

In the competitive, forever evolving world of publishing, it is our belief that we have to be willing to take the next step and be flexible enough so that we can adapt to new environments, our consumers’ lifestyles, striving to improve our offer in order to meet their expectations and desires. Granted, surveys may not be the most ground-breaking and innovative marketing tool, but they have proved to be reliable, efficient, and if implemented successfully, of great use.

 


About the author of this blog post: Adriana Ferreira is the Social Media Coordinator at Cornell University Press. She will take any survey as long as the reward is tempting enough and would love to take part in the #SWYW promotion!

SAY WHAT YOU WANT! #SWYW

Hot Take from #PWYW

Last week, the marketing team chatted about the forthcoming Pay What You Want sale. Last-minute logistics were discussed. I threw out the idea that maybe only three or four of us would be sufficient to handle the email offers on PWYW day. My team pushed back and said it would be best to start with everyone on board and see what happened. I listened. And now I pat myself on the back.

Still a little bit hesitant about our PWYW experiment, we used a mini movie, blog posts, emails, social media, word-of-mouth, and our website, to promote the campaign. We cross-promoted, we coordinated. Ahead of the big day, more than 24,000 emails went out with an open rate of 33%. Our first tweet hit 15,000 impressions. Our first blog blew past 2,500 reads. Before Tuesday, I already considered PWYW day a success. Now, I consider it simply amazing. The outreach, the branding, the goodwill, the communication, the media attention, and the buzz have been beyond my expectations; the number of offers made exceeded anything I could have foreseen.

mkt team PWYW
CUP Marketing team minus Marketing Designer Elizabeth Kim (from left to right): David Mitchell (Exhibits/Awards Coorinator), Nathan Gemignani (Metadata & Special Sales Rep.), Cheryl Quimba (Publicity Manager), Adriana Ferreira (Social Media Coordinator), Martyn Beeny (Marketing Director), Carmen Torrado (Marketing Assistant), and Jonathan Hall (Digital Marketing Manager)

Two days after the sale, I’m just floored by the response on the day. My team were right. We needed every marketing hand available, plus the boss. Nine of us spent twelve hours on May 15th, and another nine hours the next day responding to all the amazing people who made their PWYW offers. I don’t yet have the specifics, but I want to get my initial thoughts down on “paper,” in the immediate aftermath of what I believe was a truly innovative and pioneering marketing campaign in our little university press world.

Anecdotally, 1,500 people made offers to us. In 10 hours. They WANTED our books.

I can’t wait to dig into the metrics, to analyze the data from the day, to draw conclusions about what we do and how we do it. I’ll write in more depth about the sale and what we learned in due time, but for now, just know that I am proud of my team, proud of the books we sold far and wide, and so incredibly grateful to all those who thought highly enough of PWYW and our books to take a chance and make us an offer.

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About the author of this blog post: Martyn Beeny is Marketing and Sales Director at Cornell University Press. He had a dream for PWYW; his team made it a reality.

Hot Take from #PWYW